European Countries Ban Marketing of "Superfoods"

BBC News (news.bbc.co.uk) reports that new European Union rules, effective July 1, bans marketing claims for products called superfoods.

There are over 100 foods being called superfoods, with claims that they can protect against diseases such as cancer and heart disease. Now, in order to make these claims, manufacturers will have to offer proof. Sales of foods called superfoods, such as blueberries and spinach, have soared. However, some nutritionists are claiming that there are no proven benefits of "superfoods". they say the marketing of superfoods is misleading.

New EU legislation will ban the use of the term, superfood, unless it is accompanied by an specific authorized health claim explaining to consumers why the product is good for health. Companies will have just over two years to adjust marketing to get in line with the new rules.

Nutritional claims, such as "low in salt" or "light" will have to meet a standardized definition, which is agreed on by the EU. Foods that make a nutritional claim will have to make it clear on the label if they are high in sugar or fat.

A Food Standards Agency spokeswoman was quoted by BBC "The use of general terms on food, such as 'healthy for you' or 'superfood', imply a health benefit. However, these terms do not communicate why the food is healthy or a superfood. So, the regulation requires they are backed up by a relevant and authorized health claim. This way the consumer knows why this food is healthy."

Starting July 1, 2007, food that make claims as being healthy will need to back up why they are healthy with scientific evidence. The Foods Standards agency has collated a list of claims to be sent to the EC.

The EU is an association of European countries including Austria, Belgium, Bulgaria, Cyprus, Czech Republic, Denmark, Estonia, Finland, France, Germany, Greece,Hungary, Ireland, Italy, Latvia, Lithuania, Luxembourg, Malta, Netherlands, Poland, Portugal, Romania, Slovakia, Slovenia, Spain Sweden and the United Kingdom.